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November 30, 2010 / Tara Gremillion

Insurance Companies and Great Campaigns

I have started to realize a general theme with some great advertising campaigns and commercials that I have seen. Suprisingly, I found that many advertisments that have captured my interest and have me laughing or “aw”ing have been for insurance companies. These are the big ones I have noticed:

Nationwide Insurance:

Nationwide has done really well at differentiating themselves among competition. Their ad campaigns have been creative, out of the box and strategic, and because of that they have succeeded in having their advertising stick out and resonate well with most every audience. They have done more than educate about insurance rates, but have made an emotional and sometimes humorous connection with the audience.

In 2007 they capitalized on social media to maximize the return on their super bowl ad investment.  Before the ads even appeared at the Super Bowl, they appealed to influencers and connectors by making the ad available prior to its premiere, they aggressively promoted the ad on the brand website, made the ad easy to search through the brand search engine, provided send to friend links on the website, provided on the brand website extra features and scenes related to the ad, leaked the video to video distribution sites, posted teaser versions on Youtube prior to the game.

By doing this they created such a pregame buzz and anticipation to its premiere that the commercial finished first among all super bowl spots in creating the most buzz. The spot accounted for 49% of all online conversations about the Super Bowl ads in one particular day! Nationwide got creative using Kevin Federline as the spokesperson in the commercial. Since most everyone heard about his recent crazy experiences in his relationship with Britney Spears, they were able to connect all the publicity surrounding the star with the insurance companies theme of “Life comes at you fast, a nationwide annuity could guarantee you income for life.” It was a success!

But what I think is the coolest and most creative idea that Nationwide has done was the creation of lifecomesatyoufast.com providing the chance for anyone to share their story and display it in Times Square. They allowed for people to submit their moment online and then were given an exact time that their video would be projected on the screen in Times Square. Everyone walking by would see all the personal and real life moments ranging from proposals to confessions. Not only was this a big billboard display of Nationwide Insurance, but it connected the company with real people and real stories that associate a purpose and meaning to the brand.

 

 

By doing this they created such a pregame buzz and anticipation to its premiere that the commercial finished first among all super bowl spots in creating the most buzz. The spot accounted for 49% of all online conversations about the Super Bowl ads in one particular day! Nationwide got creative using Kevin Federline as the spokesperson in the commercial. Since most everyone heard about his recent crazy experiences in his relationship with Britney Spears, they were able to connect all the publicity surrounding the star with the insurance companies theme of “Life comes at you fast, so sell annuities that could guarantee you income for life.” It was a success!  

Geico Insurance

Geico receives a lot of praise and tips off old the hat for their creative execution in their advertising campaign. Whether it is the gecko or the caveman spokesperson, or the “Could switching to Geico really save you 15% or more on car insurance?” quote followed by some ridiculous display that obviously answers the question “yes,” they have made their commercials stick out like a sore thumb (in a great way). They create buzz, they make people laugh and even though most the commercial has nothing to do with the company, it makes you remember the name and they become top of the mind.

Travelers Insurance

Nationwide and Geico have done really well in their advertising campaigns for years that their name is out there and whether or not their commercials have anything to do with insurance; they are memorable and stand out. They draw interest, they capture attention and they are entertaining. They either make a strong emotional connection, or they are humorous and engaging.

However, one insurance company, that I didn’t hear or see much before, is starting to grab my attention through their recent advertisements. Travelers Insurance’s new advertising campaign about taking the scary out of life has captivated my interest with their humor, festive happy tone, and overall sweet emotional connection that creates a sense of ease. They do a great job at connecting the commercial’s story with what the company has to offer.

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